Reto Project announced the Kodak EC35 on July 17, 2026, a pocketable 35mm film camera priced at $35 (or £35 in the UK), available to order from its product page at kodak.retopro.co (Kosmofoto; Engadget).

The EC35 is built around a 25mm lens with a fixed f/10 aperture and a fixed 1/100 second shutter speed. In other words, the lens opening and the duration of each exposure never change — a design common to entry-level film cameras, where simplicity and low cost matter more than flexibility. A built-in flash powered by a single AA battery supplements those fixed exposure settings. A slide cover protects the lens when not in use and doubles as a shutter lock, preventing accidental exposures in a bag or pocket (Engadget).

The camera is available in seven colors: Midnight Black, Vanilla White, Butter Yellow, Lavender, Powder Blue, Blush Pink, and Avocado. A bundle pairing the EC35 with a roll of Kodak Ultramax 400 film is offered at $45 (Engadget).

Reto Project, the Hong Kong-based company behind the camera, has built a track record of Kodak-branded film cameras. Its prior releases include the Kodak Charmera, the Kodak Snapic A1 at $100, and the EKTAR H35 half-frame camera at $50. The company's stated mission is to "reinvent film cameras and make film photography flourish again by creating affordable, well-tailored cameras" (Reto Project). Engadget characterized the EC35 as "a new Kodak-branded camera from Charmera-maker Reto" (Engadget).

The fixed f/10 aperture and 1/100s shutter speed combination means the EC35 offers no exposure control beyond film speed selection and flash on/off. On a sunny day with ISO 400 film, this lands roughly in the zone of acceptable exposure; indoors or in low light, the flash becomes essentially mandatory. For a reader familiar with the Sunny 16 rule — a guideline for estimating outdoor exposure based on sunlight conditions — the takeaway is that the EC35 is a camera designed for daylight outdoor shooting or flash-lit snapshots, not for any situation requiring exposure flexibility.

At $35, the EC35 undercuts Reto's own EKTAR H35 ($50) and Snapic A1 ($100) by a meaningful margin. The $45 bundle with Kodak Ultramax 400 effectively prices the camera body at $35 with film included at a modest discount. This positions the EC35 as a potential impulse purchase or gift item, a pricing tier where film cameras typically compete with disposable single-use models rather than reusable ones.

The broader context here is that film photography has sustained a multi-year resurgence driven substantially by younger shooters who did not grow up with analog cameras. Reto's product strategy targets that audience directly: low cost, bold colors, fixed operation that requires no technical knowledge, and the Kodak brand as a trust signal for buyers who may not recognize Reto itself.

What the EC35 enables is a genuinely low-friction entry point to reusable film photography. A $35 reusable camera with a built-in flash and a slide cover is, in practical terms, a direct substitute for a $20 disposable, with the advantage of being reloadable. Whether that proposition converts disposable buyers or simply captures existing film-curious consumers is a question the market will answer. But the price point and the design choices are consistent with Reto's stated mission, and the camera's existence suggests the company believes the film-photography audience continues to expand.